Disruptive Innovation versus Sustaining Innovation
Sven T. Berg, CxO / Board, United States, Member
The improvement of existing products or technologies, i.e. bringing a better product into an established market, is sustaining innovation.
Disruptive innovation takes one of two forms
1. Selling an existing technology with a lower-cost business model to overserved customers, or
2. Competing against nonconsumption (seizing the white space).